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Anti-Digital
Paul Cristian StefanescuPublisher Brand4Brands
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Mail Biblioteca de filme si imagini cu valoare
documentara (Britishpathe, Youtube) Teatru radiofonic (Trilulilu) Linked In
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Omul modern = omul tehnologic
• Tehnologie= Viata mai usoara• Viata mai usoara=Timp mai mult
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Viata simplificata a omului modern
Casa Serviciu: 45 de minuteServiciu Casa: 45 de minute
Sala de sport: 60 de minute
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Viata complicata de dinainte de explozia tehnologica
• Casa Serviciu: 30 de minuteServiciu Casa: 30 de minute
• Timp liber total: 90 de minute.
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I.A.D
• Internet Addiction Disorder• Abuzul de “Digital”• Definit si intrat in studiu recent • Similar (cauze, efecte) cu urmatoarele- alcoolism - jocuri de noroc - consum de droguri
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Virtual vs. real, nivel de pericol
• 1. Omul (consumatorul)• 2. Presa• 3. PR• 4. Marketing• 5. Societate
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1. Consumatorul
• Retele de socializare – fuga din realitate• Abuz in retelele de socializare=sociofobie• Noua persoana, alter ego - nevoie de suport social - trasaturi de personalitate reprimate - implinire sexuala
- RECUNOASTERE si PUTERE
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Schimbul de stroke-uri
• Stroke-urile energia zilnica• Like in lipsa de zambet• Stroke-urile “virtuale”, crestere a timpului
investit, inadaptare din ce in ce mai mare in a le obtine pe cele din viata reala.
• Socializare virtuala = izolare, insingurare reala• Incapacitate de obtinere a “adrenalinei”
necesare evolutiei reale ESEC
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2. Presa
• Moare presa scrisa! De ce moare si ce vine in loc?
• Lipsa pozitionarii produselor = Canibalizare produse ziar-site
• Succes odata cu “calculatorizarea” Romaniei• GSP-greseli si prima incercare de revenire• Site vs. print, nevoi nelimitate de “content”,
lipsa a ierarhizarii, totul e “permis”
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Presa• Disparitie a structurii “piramidale”, democratia
populara totala. CTP=forumist• “Posta redactiei”, “domnu’ Dan”, “comments”• Goana dupa click-uri=mizerie pe forum• Pierdere a pozitionarii Quality. Antena 3+ ”Campionul”, Adevarul, GSP ->
manelizare, pierdere a increderii Digital=Viteza, dispare sansa reflexiei/gemsDispare valoarea in favoarea faptului diversIKEA, investitie in catalogul tiparit
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3. PR• Definitie ideala pentru “like”• Trecerea de la piscotari la bloggeri si inserarea
acestora in oferta de business• Crearea de canale proprii/postaci RMCG• Neglijarea canalelor clasice, mult mai dificil de
gestionat. Pacalirea clientului=autopacalire• Banalitati pe tweeter/facebook=plictiseala,
saturatie• Deprofesionalizare a comunicatorilor, scadere
a prestantei pentru “adaptare”.
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4. Marketing
• Cine socializeaza pe facebook, nu socializeaza la bere• Nu are forta de a aduce equity pentru brand. Emotia o creaza
evenimentul, spotul, imaginea. • Este util tactic, dar neglijezi constructia in “sufletul”
consumatorului.• Cine e pe facebook, omul real sau alter-ego-ul?
• Toata lumea e pe facebook, timpul e limitat, de ce te-ar tine minte pe tine?
•
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Marketing
• Like=consum? Alter-ego-ul e aspirational, perceptie distorsionata asupra clientului.Lexus
• Va aparea aglomeratia pe Facebook, timpul fiind acelasi. Obtii diferentiere mai puternica decat prin mijloacele clasice?
• Aveti timp de bannerele de reclama? Internet vs. print.
• Promotii pe Facebook=restrangere uriasa a targetului. Ex. Antena 3, Mega Image
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Marketing
• Termen lung. Ce va fi?• Va pastra aceeasi bunavointa? Iti va accepta
comunicarea sau il vei plictisi? • Este Facebook o moda care sa va “desumfla”?• Erodarea formatelor TV se aplica Facebook?• Cu cine vorbesti tu de fapt? Cristi si Mihaela
nu sunt Cristi si Mihaela. Dar cine?
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5. Societate
• Factori de educatie:• Familia/liderii intalniti • Biserica• Scoala• Armata• Presa• Penitenciar• Experienta intrinseca de viata+studiul individual
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Societate
• Unde putem pozitiona in aceasta lista facebook-ul/digitalul?
• Ce lideri ofera? Pe ce criterii devin lideri?• Valoarea a timpului investit ne ajuta sa
“crestem”?• Citim cartile tiparite sau comentariile multimii?• De la o structura ierarhica social-culturala bine
definita, revenim la AGORA!
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Societate
• Profesorul liderul studentilor, sau invers?• In ce sens se construiesc valorile?
• Viitorul? Extrapolare a ultimilor 10 ani din Romania.
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Premiiiiiiii !!!!!
Etapa interactiva!
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“Omul este o persoana umana”,
Gheorghe Hagi
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Va multumesc!